In Re (#04 April 2014)

Online Advertising: Rule of Law?

Olena A. Vardamatska

Having appeared in the early 1990s of the past century, online advertising has become a lucrative business in the space of a decade. Putting it on legal track was another challenge among others introduced by developing IT technologies. The diversity of forms of online ads makes the challenge even greater. However, in the developed countries, this battle is fought successfully and the phenomenon is now largely regulated.

What is at stake? The scope of the Ukrainian online advertising market was UAH 680 million in 2012 and UAH 1,060 billion in 2013, with year-on-year growth coming to 35%. Considering that online advertising ensures better returns on investment than in other media, the speed of increase in coming years is likely to remain at the same level…

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